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Social media : a study of application in the competitive intelligence context
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Com o aparecimento das redes sociais, a forma como comunicamos e interagimos uns com os outros foi completamente revolucionada. Embora esta partilha seja mais facilitada, o acesso a esta informação não se limita às nossas ligações. Esta investigação nasce de uma vontade de analisar o potencial dos dados adquiridos através das redes sociais nos processos de inteligência competitiva das organizações. Utilizando um método misto de investigação abordam-se duas questões. Primeiro, o atual estado dos processos de inteligência competitiva dentro das empresas. Segundo, o potencial da contribuição das redes sociais aos processos de inteligência competitiva e como as empresas poderão beneficiar. Para responder a estas questões foram utilizados métodos qualitativos e quantitativos, mais concretamente entrevistas e inquéritos. Estas ferramentas permitiram concluir que a inclusão dos dados adquiridos nas redes sociais, depois de filtrados e analisados, podem beneficiar as empresas e como tal deverão pertencer ao processo de inteligência competitiva. De igual importância foi a descoberta da possibilidade de outsourcing destes processos, que adiciona à tomada de decisão mais uma opção estratégica.
The appearance of social media has completely revolutionized the way we communicate and interact with each other. However, our "connections" are not the only ones who have access to the information we share on these online platforms. This investigative research arises from a desire to analyze the potential impact of social media gathered data in the competitive intelligence process of organizations. It does so by utilizing a mixed method research approach to better comprehend two phenomena. First, is the current state of the competitive intelligence processes within companies. Secondly, an exploration of the potential contribution of social media to the competitive intelligence processes and how organizations can benefit from this. To draw understanding from these topics, qualitative and quantitative methods were employed, specifically interviews and surveys. These investigative tools allowed for the conclusion that the addition of social media data, after being filtered and processed, can benefit organizations and as such should be included in the competitive intelligence process. Of equal importance, was the discovery of outsourcing and the possibilities which it presents, such being a viable strategic option in an organization's decision making process.
The appearance of social media has completely revolutionized the way we communicate and interact with each other. However, our "connections" are not the only ones who have access to the information we share on these online platforms. This investigative research arises from a desire to analyze the potential impact of social media gathered data in the competitive intelligence process of organizations. It does so by utilizing a mixed method research approach to better comprehend two phenomena. First, is the current state of the competitive intelligence processes within companies. Secondly, an exploration of the potential contribution of social media to the competitive intelligence processes and how organizations can benefit from this. To draw understanding from these topics, qualitative and quantitative methods were employed, specifically interviews and surveys. These investigative tools allowed for the conclusion that the addition of social media data, after being filtered and processed, can benefit organizations and as such should be included in the competitive intelligence process. Of equal importance, was the discovery of outsourcing and the possibilities which it presents, such being a viable strategic option in an organization's decision making process.
Descrição
Mestrado em Ciências Empresariais
Palavras-chave
Dados Informação Inteligência Competitiva Redes Sociais Data Information Competitive Intelligence Social Media
Contexto Educativo
Citação
Carvalho, Diogo Gonçalves de (2015). "Social media : a study of application in the competitive intelligence context ". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão